, jeffrey raider and david gill boa launched this site, it shook up the world of prescription eyewear, selling under the price of typical fashion glasses and doing it all online. >> we said what if we can create our own brand, design glasses ourselves, sell them directly to consumers through a user friendly website, we could offer the same quality glasses that cost $500, $600, but do so for $95. >> the idea quickly took off. >> we were featured in vogue and gq. we basically sold out of our inventory and had a waiting list of 20,000 customers. >> for two years they sold almost exclusively online. they didn't have stores in the business plan. their goal was to change an industry through internet sales. what they soon learned surprised them. >> what we found was that people really wanted to shop and experience the brand in person. >> they're not alone. internet retailers across industries are finding that while the internet is great to start an idea, ultimately there will always be consumers who want to do things the old-fashioned way, touch and feel them before putting down the plastic.